We must demystify design thinking and teach people how to do the research that generates deep insights, translate these insights into new ideas, and get these ideas in front of people who will react to them and act with us to make them real.

A fascinating thing happened as we progressed through the Phase 1 interviews: Our conversations with the design executives surfaced a different set of issues than those we had anticipated (perhaps not a surprise at all to designers), which sometimes seemed to have little to do with our hypotheses and more to do with organizational politics. Rather than talking about the prevalence of design thinking per se, interviewees wanted to talk about questions such as, Who owns design? How much design thinking should managers be encouraged to do? How do you sell design to business executives?

Note:How to get Design Thinking into orgs and to get empowerment were surprisingly main questions.